INFLUENCES by ALMAP BBDO Brazil for Billboard

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INFLUENCES

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Industry Magazines
Media Design & Branding
Market Brazil
Agency ALMAP BBDO Brazil
Creative Director Marcello Serpa, Luiz Sanches Jr., Dulcidio Gutierrez Caldeira
Art Director Danilo Boer
Copywriter Andre Kassu, Marcos Medeiros
Account Supervisor Felipe Bartholomeu, Camila Figueiredo
Illustrator Marcos Kotlhar
Released April 2010

Credits & Description

Category: Posters
Advertiser: BILLBOARD
Product/Service: BILLBOARD MAGAZINE
Agency: ALMAPBBDO
Date of First Appearance: Apr 30 2010 12:00AM
Entrant Company: ALMAPBBDO, São Paulo, BRAZIL
Executive Creative Director: Marcello Serpa (AlmapBBDO)
Creative Director: Marcello Serpa (AlmapBBDO)
Creative Director: Luiz Sanches (AlmapBBDO)
Creative Director: Dulcidio Caldeira (AlmapBBDO)
Art Director: Marcos Medeiros (AlmapBBDO)
Art Director: Danilo Boer (AlmapBBDO)
Copywriter: André Kassu (AlmapBBDO)
Illustrator: Marcos Kotlhar (AlmapBBDO)
Account Supervisor: Felipe Bartholomeu (AlmapBBDO)
Account Supervisor: Camila Figueiredo (AlmapBBDO)
Planner: Cintia Gonçalves (AlmapBBDO)
Media placement: Press - Billboard Magazine - 30 April 2010
Media placement: Press - Other Magazines - 30 April 2010
Media placement: Poster / Ambient - Expositions - 30 April 2010

Describe the challenges and key objectives
The challenge was to showcase the new magazine in Brazil, to put the magazine on a high level, as big as other Music/Entertainment Magazines in Brazil.

Describe the brief from the client
Music. Understand what is done. The Billboard campaign shows all your knowledge of the world of pop. Each artist is displayed in a composition made of their primary influences, showing what each has done. In the second part of the campaign, consumers had the chance to interact with the concept. An interactive panel allowed the consumer to choose their influences in time and see the result. The campaign makes the consumer realise that he is made of music too. The intention is to increase the visibility of Billboard with its audience in a fun way.

Describe how you arrived at the final design
First, the print media. Billboard ads showed great stars of pop: Bono, Eminem, Marilyn Manson etc. It's a composite image of the influences and a touch of humour. Then, on the subway posters showed the concept on a larger scale. A touch panel allowed the consumer to choose his favorite stars and then he saw in the stars remade with his image. The consumer has the chance to see what he is made of music. In addition, pressing a button, the panel became a photobooth. This recorded image was sent to an account on flickr and consumers could download your image We chose artists that are representative of Billboard magazine. Then we identified their principal influences. The image of the main artist was separated into the 4 color channels: CMYK. For each channel, we chose one influence. And each of the channels was processed by a software developed specifically for this job, which turned dots into the pop stars. The 4 channels were then combined on Photoshop, which resulted in the final image.

Give some indication of how successful the outcome was in the market
Billboard is a new publication in Brazil. It needed to differentiate itself from competitors. The campaign positions Billboard as the great authority on music. The consumer had a chance to realise that authority in several ways. With an increase in the number of signatures and a great amount of visitors on Billboard.com, making the consumers immediately associate music to Billboard. On web, many users received a link from Billboard in their message box. They clicked and saw the picture of your profile with their favorite stars. This image was then stamped on the cover of Billboard. Who signed the magazine won its poster as a gift.